Implications for Retail Adoption of Digital Signage Systems
Researcher's: Steven Keith Platt, Platt Retail Institute, Dr. Kingshuck K. Sinha, University of
Minnesota and Research Fellow, Platt Retail Institute, Dr. Barton A. Weitz, University of
Florida, with Pat Hellberg, Nike, Inc, GV Iyer, Bank of America, and Margot Myers, U.S.
Postal Service
Abstract: Digital signage systems are rapidly being adopted by some of the largest retailers in
the world, including Tesco, Target, the United States Postal Service and the Bank of America.
The rationale for implementing this emerging technology includes the impact upon the
customer shopping experience and the related financial implications for a retailer. This
Working Paper explores the decision matrix supporting retailer adoption of digital signage
systems, reviews the considerations required for an implementation, and advances a
framework for assessing a retail digital signage (“RDS”) system. This is significant for the
following reasons: 1. The cost associated with implementing an RDS system can be
substantial. 2. The failure to adopt an RDS system may place a retailer at a competitive
disadvantage. 3. The benefits to be derived from RDS can be considerable.
Table of Contents (click here)
Sponsors: NEC Display Solutions, POPAI, and Scala.
Researcher's: Steven Keith Platt, Platt Retail Institute, Dr. Kingshuck K. Sinha, University of
Minnesota and Research Fellow, Platt Retail Institute, Dr. Barton A. Weitz, University of
Florida, with Pat Hellberg, Nike, Inc, GV Iyer, Bank of America, and Margot Myers, U.S.
Postal Service
Abstract: Digital signage systems are rapidly being adopted by some of the largest retailers in
the world, including Tesco, Target, the United States Postal Service and the Bank of America.
The rationale for implementing this emerging technology includes the impact upon the
customer shopping experience and the related financial implications for a retailer. This
Working Paper explores the decision matrix supporting retailer adoption of digital signage
systems, reviews the considerations required for an implementation, and advances a
framework for assessing a retail digital signage (“RDS”) system. This is significant for the
following reasons: 1. The cost associated with implementing an RDS system can be
substantial. 2. The failure to adopt an RDS system may place a retailer at a competitive
disadvantage. 3. The benefits to be derived from RDS can be considerable.
Table of Contents (click here)
Sponsors: NEC Display Solutions, POPAI, and Scala.
PLATT RETAIL
INSTITUTE
INSTITUTE
 |
| |
 |
| |
 |